Nike has revealed a new virtual world through the online digital platform, Roblox, entitled ‘Nikeland’.
The bespoke environment, created by Nike, turns the brand into an immersive 3D space with a backdrop featuring Nike’s world headquarters. Buildings and fields within the virtual world draw direct inspiration from the real-life location, including areas in which gamers can compete in mini-games.
A digital showroom will also be present in the virtual world, allowing the selection of Nike products to be worn by the in-game avatars. Players will be able to outfit their characters in digital versions of Nike products like Air Max sneakers. The Nikeland website is promoting exclusive items like caps and backpacks.
In order to get kids moving, the companies have implemented an accelerometer feature that allows the transfer of offline movements into online play. Moving a device enables in-game moves like long jumps or speed runs.
